The matchup for Super Bowl XLVIII has officially been set as the Seattle Seahawks and the Denver Broncos will play for professional football’s ultimate prize on February 2nd at MetLife Stadium in East Rutherford, New Jersey, home of the Jets and Giants and the NFL’s first outdoor cold weather Super Bowl. The Super Bowl isn’t just the biggest day of the season for the football world, but also for the advertising world.
The cost of the average 30-second ad for this year’s Super Bowl is estimated at just over 4 million dollars, the first time a 30 second ad has ever crossed the 4 million dollar threshold. While it’s a lot to pay, it’s easy to see why some companies would want to purchase one of those ad slots. The ads themselves have become as famous and as much of a spectacle as the game itself, with morning shows collectively spending as much time breaking down the various commercials and the winners and losers of the advertising world as they spend breaking down the actual game.
On top of that, the Super Bowl is easily the most popular viewing event in America. According to Nielsen, Super Bowls account for the 21 most watched events in television history. Last year’s Super Bowl “only” got about 108.6 million viewers, the first time a Super Bowl had failed to set a record viewership since Super Bowl XXIX in 2005. However, it was still the 3rd most watched event in American television history, with Super Bowl XLVI leading the way with about 111.3 million views in 2012. It’s very possible that this year’s Super Bowl eclipses even that.
Advertising as an industry has changed over the past decade or so as we’ve entered the digital era, so it’s no surprise that Super Bowl advertising is becoming more digital. Many ads use hashtags, display their twitter handle, ask for a facebook follow, mention their app, or use various other methods of eliciting further action either online or on mobile. According to the Mobile Marketing Association, 91% of Super Bowl viewers use their mobile device at some point during the game, about 100 million people, and 35% use their mobile device to complete a follow up action based on a commercial.
Given the large amount of mobile traffic that takes place during the Super Bowl, mobile advertising and mobile targeting can serve as a good way for brands to advertise during the Super Bowl, without paying the 4 million dollar price tag, especially for companies seeking to target college students and millennials. The 18-34 demographic, which includes these college students, makes up about a quarter of the viewership and they are the ones who are most active on mobile. OnCampus Advertising offers mobile targeting specifically to students on college campuses to help you capture this important demographic.